Revathy in SPI Cinemas’s Differently Designed initiative

“A work of art is the unique result of a unique temperament. Its beauty comes from the fact that the artist is what he is.” Oscar Wilde

SPI Cinemas is proud to present “Differently Designed” an initiative for inclusive design in the mainstream market place born out of a collaboration between non-profit organisation Kai Rassi and creative agency, Rubecon.

Differently Designed is an initiative that aims to empower differently abled artists by creating opportunities in design. By interpreting and adapting these special artworks, Differently Designed aims to create custom de-signs for packaging, invitations, stationery, clothing and merchandise for brands and individuals. “We believe that differently abled artists have the potential to translate their views of the world into unique and beautiful pieces of art. They have the potential to see what others do not see and do what others do not do. Through Differently Designed, we aim to to empower artists with special needs by creating mainstream opportunities,” says Indira Reddy, one of the three founders of Kai Rassi. “Great designs come with great stories. It is our hope to tell the stories of our artists through their unique designs. So far we’ve played around with a wedding invitation and fabric design for friends but the popcorn tubs are our first product under the Differently De-signed label. We hope to find a clothing brand to adapt Differently Designed very soon. Brands that tell great stories like Nicobar, Titan and Tanishq are on our wish list” pitches in Kadambari Narendran with a smile.

The collaboration was facilitated by SPI Cinemas, which works closely with both Kai Rassi and Rubecon. “We are always looking to do things a little differently so we are only too happy to be the first clients for Dif-ferently Designed. The idea came from our Head of Experience Bhavesh Shah, who was inspired by the Spanish agency ‘Casa de Carlota’ on his visit to Barcelona last year. We are trying that to be inclusive in other departments of our business as well. Design was a no brainer. The tubs will be carried across our pre-mium sites Sathyam, Escape and Palazzo in Chennai, Le Rêve in Mumbai and The Cinema in Bangalore and Coimbatore,” says Preetha Ramaswamy, Spokesperson SPI Cinemas and Volunteer Creative & PR Consultant Kai Rassi. “We’re always excited by campaigns we do with SPI and are involved in all of their social impact designs. So when they suggested this collaboration, we were on board right away. I think it’s a fantastic idea and we can cheer is wide scope to create some really amazing designs, be it in packaging, clothing, bags, watches or even jewellery. We hope a lot of our clients follow suit!” says Alexander Zachariah, Founder, Rubecon.

The vision of Kai Rassi is to empower the differently abled with a sense of purpose and achievement through the arts. Our aim is to focus on the abilities of our artists rather than their perceived disabilities, and create opportunities for them to showcase their special talents to the world.

Through the arts, we wish to celebrate uniqueness and diversity, and to promote a more inclusive society. We do this mainly through our online market place (www.kairassi.com), workshops and Differently Designed collaborations.

About Rubecon

Rubecon is a Chennai-based independent strategic and creative shop. Over the last 25 years, we have part-nered with clients to develop, mould and transform their brands into success stories. We believe in fostering deep relationships with clients, brands and customers. Driven by passion, creativity and honesty, we produce work that is memorable and relevant and have a diverse portfolio of clients based around the country and across the globe.